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    Contribution of social media marketing capability to business performance of Thai firms 

    Penpattra Tarsakoo; Peerayuth Charoensukmongkol (National Institute of Development Administration, 2019)

    Social media has become a part of people’s daily lives by allowing billions of people from all around the world to create, communicate and exchange contents virtually with each other. The use of social media has become a part of business strategies for both large and small enterprises. From the marketing perspective, the social media has become crucial because social media marketing provides a significant opportunity for businesses as a tool to engage both existing and new customers at lower cost as well as to promote and sell their products or ...